New Delhi: Del Monte, India’s leading processed food and beverage brand announced a unique offering to add to its the fruit drink portfolio. Del Monte Four Seasons Fusion is a signature fruit drink, offering a unique mixed fruit combination that has been created after extensive R&D in FieldFresh Foods’ lab and manufacturing facility in India. With this launch, Del Monte now has 8 different SKUs in fruit drinks with 6 flavours in 240 ml cans and 2 in 500ml PET. The launch of Four Seasons Fusion is noteworthy as the flavor is not available anywhere in the world and has been specially created for the Indian market for the first time. Del Monte Four Seasons Fusion will be sold through modern trade as well as traditional retail counters across major cities in India. The drink is available in an attractively packaged 500 ml PET bottle which is easy to carry and ideal for out of home consumption as well. According to Datamonitor, the fruit based beverages market in India is Rs. 2682 crores. Various sources state that the market is outpacing the growth in carbonated beverages and is growing at approx 20 % p.a. The health seeking consumer is looking for newer taste experiences in their fruit drinks. Indulgence, Refreshment and Nutrition are the key motivators. In the case of Del Monte Four Seasons, indulgence means sensory gratification and a new taste dimension through the never-before combination of fruits. Four Seasons Fusion is a combination of pineapple, mango and guava fruits. These fruits are also a source of health protective vitamins and minerals.
Del Monte Four Seasons Fusion is high in fruit content and offers visual appeal with a unique, rich sunset colour. At Rs. 28 for 500 ml it is an affordable indulgence. “With Del Monte Four Seasons Fusion we are introducing a path-breaking product in the Indian beverages market. It was conceived, crafted and produced 100% in India. It is the newest Del Monte product that delivers on the brand promise of Taste. Like Never Before”, said Mr. Yogesh Bellani, Business Head, Del Monte Foods Business, FieldFresh Foods Pvt. Ltd. Del Monte Four Seasons Fusion is the second product from the Del Monte fruit drinks portfolio to be manufactured in FieldFresh Foods’ state-of-the-art manufacturing facility after the recently launched Del Monte Mango Splash. The facility at Hosur produces 200 PET bottles per minute and is also capable of producing 300 cans per minute. The product is untouched by human hands throughout the integrated production process and uses online quality monitoring systems and automated recipe management. Mr. Bellani details out the marketing strategy for the product stating, “Del Monte Four Seasons Fusion is an addition to our 500 ml PET Bottle range. We are currently focusing on availability across regions and channels, supported by creating awareness and generating trials through on-ground activations ahead of the peak beverage season followed by advertising.”
